SEO: Driving Content Strategy with Keyword Research

SEO: Driving Content Strategy with Keyword Research

October 24, 2018 8:01 pm

Key phrase analysis, the inspiration of search engine marketing, additionally drives content material technique.

Searchers need one thing: info or a product. Once we analysis key phrase knowledge, we mine the search engines for info on the phrases and phrases searchers use to seek out the issues they want.

That includes content material for merchandise in the best way that buyers naturally assume and discuss them will drive extra consumers to your website by way of pure search. It's going to additionally assist these consumers in your website discover what they’re in search of extra shortly, to buy.

Digital marketing could be maddeningly subjective. There are plenty of opinions and areas of experience, however few giant-scale quantitative datasets obtainable on which to base selections. Key phrase analysis offers a refreshingly quantitative strategy to digital marketing, and content material technique particularly. The place else are you able to get quantitative knowledge from hundreds of thousands of potential clients in their very own phrases on what they most need, for free of charge?

That includes content material for merchandise in the best way that buyers naturally assume and discuss them will drive extra buyers to your website…

What Is Key phrase Knowledge?

In its easiest type, key phrase knowledge is only a phrase or phrase, akin to “drill,” with the variety of searches carried out for that key phrase and comparable key phrases in a mean month.

The instance under makes use of knowledge from Google Key phrase Planner. The key phrase “drill” drives roughly 60,500 U.S. searches in a mean month, in Google. The opposite columns present the variety of searches in every month to allow seasonality monitoring; a contest rating (the competitors for drills is excessive and harder to rank for); and steered bid (shopping for “drill” in paid search would value $.forty seven on common).

Keyword data on drills from Google Keyword Planner.

Key phrase knowledge on drills from Google Key phrase Planner. Click on picture to enlarge.

The 60,500 searches proven for “drill” in all probability embody not solely “drill,” but in addition comparable key phrases reminiscent of “drills” and misspellings akin to “drils.” Google Key phrase Planner aggregates these very comparable key phrases right into a single key phrase theme represented by the key phrase it truly shows within the knowledge — “drill.”

Whereas key phrase knowledge is highly effective, there are a couple of limitations. The info solely exhibits search phrases, not who the searchers are. There isn't a demographic info, past what may be gleaned from the key phrases themselves.

As an example, somebody looking for “skilled drill” is perhaps a contractor. Or she may simply need a robust drill that gained’t simply break. We've got no method of figuring out.

As typically as attainable, use a number of datasets from totally different key phrase instruments to corroborate your content material technique.

Content material Technique

After amassing the info, search for widespread themes inside the key phrases and phrases.

The themes that present strongly within the key phrase knowledge are additionally the forms of content material that searchers want. And since the info incorporates the typical variety of searches, there’s a constructed-in method to decide which varieties of knowledge would be the most useful to focus on.

Within the pattern set of knowledge for “drills,” we will see that many individuals seek for kinds of drills, with hammer drills being the preferred. Rotary drills and different varieties seem later within the knowledge, however hammer drills drive the most important quantity of searches.

On this tiny pattern, hammer drills drive over one hundred,000 searches a month — that’s 28 % of all the searches for drills on this dataset. In a deeper set of key phrase analysis, it might in all probability stability out a bit extra, however in our small pattern it’s a great spot to focus on for content material.

Manufacturers are additionally a driving issue within the key phrase knowledge. Makita, DeWalt, Milwaukee, Bosch, and Ryobi all issue into the highest 25 key phrases proven above.

Different searchers are on the lookout for the kind of energy that a drill may use. Cordless and electrical are the most typical, however battery-powered and corded present up later within the knowledge.

For every of those three areas — varieties, manufacturers, energy sources — we’ll need to take a look at the content material that may fulfill every theme in our key phrase analysis. On an ecommerce website, that content material technique will in the beginning be glad by the taxonomy of merchandise provided.

Varieties of drills, manufacturers, and energy sources are all product attributes; they describe options of a product that buyers need to purchase. They point out buy intent versus informational intent.

Subsequently, to fulfill the will for these merchandise, the location ought to supply classes or filtering features for every of those attributes. The most important space of demand — drill sort — can be the class degree. Model and energy supply (in addition to shade and some others that present up later within the knowledge), can be higher served as filters on the classes’ product grid pages.

Any certainly one of these areas might additionally drive article subjects to focus on searches with informational intent. This kind of content material often takes the type of FAQs, how-to guides, glossaries, and the like. To find out which is extra more likely to goal informational intent, we have to analysis extra deeply. Since “hammer drills” are probably the most looked for grouping within the knowledge, we’ll use that for instance.

Informational intent keyword data on hammer drills from Google Keyword Planner.

Informational intent key phrase knowledge on hammer drills from Google Key phrase Planner. Click on picture to enlarge.

“Hammer drills” is certainly an space ripe for lengthy-type content material that solutions informational intent. Each one of many key phrases above implies a query that may be answered in such a approach that may lure clients to a website to study extra a few product, and maybe store as nicely.

A number of main themes come out of the listing.

  • What's it? Outline the product for many who have heard about it however don’t know what it's.
  • How do I? Clarify usually the way it may be used.
  • Comparative. Examine and distinction the options and makes use of of comparable instruments.
  • Specialty makes use of. Concrete is a recurring theme with hammer drills; tackle dos and don’ts with concrete and masonry.

Keep in mind, every of those content material themes comes with quantitative knowledge that may assist decide that are probably the most worthwhile.

For instance, the concrete theme could be nice for a low-value demonstration video, nevertheless it solely drives 450 searches a month. The comparative theme, however, drives 6,500 searches a month. Thus content material that compares and contrasts would drive extra guests to the location, and would probably promote extra merchandise.


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